Journal article
A Tale of Two Pizzas: Building Up from a Basic Product Versus Scaling Down from a Fully-Loaded Product
Marketing letters, Vol.13(4), pp.335-344
11/01/2002
DOI: 10.1023/A:1020370516638
Abstract
Consumers in the U.S. and Italy were asked to either build up from a consumable base product (pizza) by adding components or scale down from a fully-loaded product by subtracting components. In each country consumers ended up with significantly more ingredients, and a pizza for a higher cost, in the Scale Down Condition than in the Build Up Condition. Results are discussed in terms of the principle of “loss aversion” underlying phenomena such as “the endowment effect,” marketing implications of this effect, and future research needs.
Details
- Title: Subtitle
- A Tale of Two Pizzas: Building Up from a Basic Product Versus Scaling Down from a Fully-Loaded Product
- Creators
- Irwin P. Levin - University of IowaJudy Schreiber - University of IowaMarco Lauriola - Sapienza University of RomeGary J. Gaeth - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Marketing letters, Vol.13(4), pp.335-344
- DOI
- 10.1023/A:1020370516638
- ISSN
- 0923-0645
- eISSN
- 1573-059X
- Number of pages
- 10
- Grant note
- SES 001316 / National Science Foundation (http://data.elsevier.com/vocabulary/SciValFunders/100000001)
- Language
- English
- Date published
- 11/01/2002
- Academic Unit
- Marketing; Psychological and Brain Sciences
- Record Identifier
- 9984962887202771
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